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Diet Coke Rebrand, New Varieties

13 January 2018

Whether Coke Zero Sugar actually tastes more like regular Coke - as Coca-Cola insists - is open for discussion. The company spent two years on the makeover and tested more than 30 flavors before settling on the four.

"Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side", Acevedo continued.

The new US Diet Coke packaging shift seems to contradict its previous message. Diet Coke itself was down 6% in the same period, while PepsiCo's Diet Pepsi suffered even more with an 8% volumes drop. Additionally, new flavors have been added, including Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango. Targeting millennials, Coca-Cola hopes to contemporize the brand and appeal to new audiences. The Company is an independent Coca-Cola bottler in the United States. "Diet Coke and its expanded flavor portfolio provide a crisper taste and bolder flavors", he explained.

The new Diet Coke range will be packaged in taller 12-oz cans, and sold as on-the-go singles and in eight-packs. Coster also starred in that, although back then the product being promoted was Coca-Cola rather than Coca-Cola Zero Sugar. All new packaging and flavors hit store shelves this month.

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On top of that, there's going to be a new can design, meaning this...

The sleek cans - the same shape and size DASANI Sparkling fans know and love - will give Diet Coke a more contemporary feel. Coca-Cola CEO James Quincey said in July a year ago that the Coke Zero rebrand accelerated global volumes growth for the line from mid-single digits to somewhere in the teens.

The redesigned cans will retain the brand's silver and red colouring, with different coloured accents for each of the new flavours. A slightly refined typography simultaneously preserves Diet Coke's heritage, but presents it in a more progressive manner, the company said.

But the Diet Coke you think you know is history.

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And finally, we're switching things up because change is delicious and because we can.

The new brand represents Coca-Cola's biggest product investment for over a decade.

A Coca-Cola Australia spokesperson told AdNews: "Coca-Cola is the world's largest beverage company so we always have great new flavours coming online". While the low- and no-calorie beverage category has been under pressure, its performance has been improving recently, and Diet Coke remains an incredibly strong brand.

The introduction of new flavors to the market, an effort by the company to attract new consumers, follows consumer reports pointing to a decline in volume sales of diet drinks. "We want to build on the success of the brand to date, reminding people of what makes it so special".

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Diet Coke, known as Coca-Cola light in most global markets, is available in more than 110 countries around the world.

Diet Coke Rebrand, New Varieties